8. The NYT editor noted in particular that simply creating great
journalism isn’t enough any more — that the Times needs to do a
better job of owning the conversation around that journalism as
well:
“Publishing, in today’s crowded environment, includes taking
responsibility for and assuming ownership of the impact of our
quality journalism… that means training all of our journalists in
how to use social media to report and amplify their stories. It
means our most senior editors must plan and implement a rollout
plan for our most important pieces. From the moment a story is
published, we should host the conversation about it.”
8
14. Just in time (JIT) is a production strategy that
strives to improve a business‘ return on
investment by reducing in process inventory
and associated carrying costs. To meet JIT
objectives, the process relies on signals or
Kanban (看板) between different points, which
are involved in the process, which tell
production when to make the next part.
14
15. 15
Technology
Process-based /
Value Chain
Analytics
Creativity
(UX, design…)
Research Re-think
CURIOSITY
Think Read
17. You can be disruptive by developing new
product or services, but also by re-thinking
process.
In marketing and communication disruption is
initiated in new process: lean & agile
17
24. Jim Highsmith key organizer of the
Agile Manifesto expresses it this
way: “The future of our Information
Age economy belongs to the Agile,
those companies who have the
capacity to create change, and
maybe even a little chaos, for their
competitors… in a world of
constant change, traditional,
rigorous project management and
software development methods are
insufficient for success.”
24
25. 4 values that make Agility possible: Communication, Working Software,
Collaboration and Responding to Change.
12 Principles that support those values: Together they provide specific guidance
on ways to achieve the 4 Values. For example regarding Communication we can
identify 3 principles: Face to Face communication is encouraged, Business and
Developers are expected to work together during a project and Self-Organizing
Teams are recommended.
Methods are detailed Lightweight Processes, Theory and Tools to make Agility
possible. That means methods embrace the values, follow the principles but
achieve them through different, but similar ways. As you see on the diagram
Scrum is just one of these Methods to achieve Agility. Kanban is also another
method, as is XP, and several others. One example will make this clear, again
regarding Communication: XP stresses that people work in Pairs, and that the
team shares the same physical space. Kanban however emphasizes the objective of
Continuos Flow which implies that all people in a project fully communicate, but it
does not mandate how to do it.
25
43. On the Rise
• Real-Time Marketing
• Mobile Analytics
• Programmatic Premium Advertising
• Multichannel Attribution
• Commerce Everywhere
• Automatic Content Recognition
• Data-Driven Marketing
• Social TV
• Content Marketing
• Data Management Platforms
(Advertising)
• Neurobusiness
At the Peak
• Tag Management
• Privacy Management Tools
• Social Media Metrics
• Social Commerce
• Social Media Marketing Platforms
Entering the Plateau
• Cloud Advertising
• In-Stream Video Ad
Sliding Into the Trough
• Digital Offers
• In-App Advertising
• Over-the-Top Set-Top Boxes
• Real-Time Bidding (Advertising)
• Social Gaming Ad Networks
• Augmented Reality
• Internet TV
• Neurometric Research
• Online Advertising Data Exchanges
• Location-Based Advertising/Location-Based
Marketing
• Addressable TV Advertising
• Dynamic Creative Optimization
• Digital Out-of-Home
Insertion
Climbing the Slope
• 2D Bar Code Marketing
• Dynamic VOD TV Ads
• Mobile Advertising
• Digital Ad Operations Platforms
• Phone Bar Code Reader
• Media Engagement Metrics 43
46. 46
Measuring ROI across the marketing ecosystems of a brand
Marketing &
Communication
iMedia
Ads
Social
Media
Ads
Landing Microsites Web
Pages
Mobile
apps
Smart
TV
Social
Media /
blogs
QR
codes
E-commerce
Coupons
48. 48
KPI’s and validated conclusions in 6 key areas
clickstream content
interaction
social buzz emotional
interactions
e.commerce
journey
business
indicators
49. Un método, siete pasos
Metodología y herramientas
2 3 4 5 6 7
Definición
objetivos
Definición
KPIs Parametrización Medición / Listening Análisis Reporting
Real Time - Dashboards
Actuar / Optimizar / Mejorar
1
Start Point
57. Peter Drucker: “the best way to predict the
future was to create it”
Creating new things being difficult, the
next best way is to have access to validated
and predictive loyalty and emotional
engagement metrics to help point the way
57 http://www.forbes.com/sites/robertpassikoff/2013/12/04/brand-and-marketing-trends-for-2014/
58. Consumers Expect More: Over the past 5 years consumer
expectations have increased on average 20%. Brands have
kept up by only 5%, a big gap between what’s desired and
what’s delivered. The ability to accurately measure real,
unarticulated expectations, will provide significant
advantages.
Attention Must Be Paid to Brands: Increased expectations
come with a greater sense of product and service
commoditization. You may be known, but you need to be
known for something meaningful and important to
consumers. profitability.
58 http://www.forbes.com/sites/robertpassikoff/2013/12/04/brand-and-marketing-trends-for-2014/
59. Category is King: Brands will stop trading away category-specificity for cross-category
generalities in how they target, strategize, and execute content. To engage smarter, high-expectation
consumers, brand wills need to be smarter about specific category values they
can leverage.
Brands Will Get Emotional: Values that drive the brand decision process to have become
more emotionally-driven. In most categories the rational aspects are price-of-entry.
Successful brands will identify what emotional values exist in their category, and utilize them
as a foundation for meaningful differentiation.
Real Brand “Engagement” Defined: For too long engagement has been associated with
attention levels. Successful marketers will link “engagement” to how efforts increase how
well the brand is perceived versus the Category Ideal, and a metric that correlates highly
with loyalty, sales, and profitability.
Targeting Becomes Personal: With consumers craving – and expecting – more, and more
customized and personalized products, services and experiences, brands that better respond
to real consumer expectations, will find consumers engaging with brands that are able to
personalize messaging and outreach.
59
60. Digital Done Right: With digital diversification getting bigger, and with more channels,
brands need to shift their question from “should I be here?” to “what should I do now that I
am here?” Success will be linked not to outreach, but brand differentiation and emotional
engagement.
Content is King, Too: Content marketing will become a specialty unto itself. Tools like the
Digital Platform GPS will optimize placement and help brands distinguish the difference
between paid, owned, and earned media, more important when it comes to dealing with
contextual relevance and strategically navigating brands in digital space.
Mobile Optimized: In 2011 Brand Keys trends identified that mobile would move
mainstream. It has. For 2014 brands need to adapt strategies and delivery mechanisms,
content and flow of communications to match increased consumer multi-tasking and multi-screen
behaviour.
Fewer Tedious Texts: More visually literate consumers will move from text outreach to more
image-based connections. Visual content will become more important in creating viral
marketing campaigns, with brands becoming more attentive to image-sharing initiatives and
platforms.
60
61. Micro Becomes Mainstream: Micro videos will continue to rise in popularity and use.
Metrics will move away from number of views and toward real brand engagement (see
Trend #5). Watch for more :6 and :12 videos to accommodate digital delivery platforms and
increasingly shorter consumer attention spans.
Integration Intensification: Brand marketing and digital budgets will fuse as teams work
jointly and cross-silo. Multi-platform traditional and digital models will require social media
integration into all marketing efforts, including customer experience, design, sales, and
product development.
Data Deceleration: Data aggregations for traditional and digital will become more integrated
and streamlined, allowing brands to better separate the “wheat from the chaff.” Big Data will
actually get smaller and more compact. And more useful.
The Funnel Flattens: What used to be a “purchase funnel,” that became a “path-to-purchase,”
will become an extraordinarily category specific “multi-path-to-purchase.”
Content and value communication with the right platforms in the right way will become the
only way to create emotional engagement – and profitability.
61
http://agilelion.com/agile-kanban-cafe/what-difference-between-agile-kanban-and-scrum-less-5-minutes
A set of values that make Agility possible. Four in total: Communication, Working Software, Collaboration and Responding to Change.
Principles that support those values. In total they are 12. Together they provide specific guidance on ways to achieve the 4 Values. For example regarding Communication we can identify 3 principles: Face to Face communication is encouraged, Business and Developers are expected to work together during a project and Self-Organizing Teams are recommended.
Methods are detailed Lightweight Processes, Theory and Tools to make Agility possible. That means methods embrace the values, follow the principles but achieve them through different, but similar ways. As you see on the diagram Scrum is just one of these Methods to achieve Agility. Kanban is also another method, as is XP, and several others. One example will make this clear, again regarding Communication: XP stresses that people work in Pairs, and that the team shares the same physical space. Kanban however emphasizes the objective of Continuos Flow which implies that all people in a project fully communicate, but it does not mandate how to do it.
The 2013 Gartner Hype Cycle Special Report evaluates the maturity of over 2,000 technologies and trends in 102 areas. New Hype Cycles this year feature content and social analytics, embedded software and systems, consumer market research, open banking, banking operations innovation, and ICT in Africa.
The 2013 Gartner Hype Cycle Special Report evaluates the maturity of over 2,000 technologies and trends in 102 areas. New Hype Cycles this year feature content and social analytics, embedded software and systems, consumer market research, open banking, banking operations innovation, and ICT in Africa.